This deal started in April of 2021. The VP of Information Technology reached out through a contact us form (gold...especially when you work for a small(ish) startup). The project consisted of Security Assessments and a Retainer for any emergency security breach.
We got engaged with their broader security team regularly who are located across the United States and United Kingdom. While we were up against a beast of a competitor (think big 5 professional services orgs), we showed partnership at a granular level while accommodating their business cases and technical requirements - always at the ready to answer questions and provide solutions to any concerns put forth.
What sealed the deal was setting up a final discussion with the customers CEO and our CEO where they bro'd out and told war stories. Albeit, the Champion (VP IT) requested not one, not two...but five customer reference calls. We provided three of them and pulled the breaks on any more. They still signed over the juicy six figure deal with no hesitation.
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